Germany’s favourite Pils launches in Morrisons

Nov 1, 2017

Germany’s best-selling premium pilsener Krombacher has been rolled out in Morrisons just as the Oktoberfest celebrations are ramped up.

Now available in 400 stores UKwide, the world-renowned Krombacher Pils is golden yellow in colour with an aroma beautifully balanced between hops and malts. Full in flavour with that classic refreshing bitter finish, the beer is available in 66cl bottles.

The largest brewery in Germany and the biggest family-owned and operated brewery in Europe, Krombacher beers have been produced exclusively in the small town of Krombach since 1803 according to the German Beer Purity Law of 1516 (Reinheitsgebot).

Relying on artistry, experience and above all passion, Krombacher’s 55 Master Brewers ensure no corners are cut in their pursuit of perfection.

Combining time-consuming methods of the traditional German brewers with state-of-the art technology, the brewery only uses the best, 100% natural and wholesome ingredients including the finest two-row summer barley, Siegel hops from Hallertau and its own specially cultivated yeast.

For the precious water, Krombacher beers benefit from the local Felsquellwasser® found in 48 wells within 3km of the brewery. The special water is especially soft and low in mineral content making it perfect for brewing.

Stephan Kofler, Krombacher UK Sales and Marketing Director, said: “With the trend for German food, drink, culture and entertainment on the increase and the Oktoberfest parties in full swing, it couldn’t be a better time for the roll out of our pils in Morrisons.

The supermarket is well known for its cracking beer selection so we’re thrilled to have our pils, which is the top-selling pils in Germany, as part of it.”

John Morris, Senior Buying Manager at Morrisons for Beer, Cider and Tobacco, said: “Although already much loved in Germany, the Krombacher brand is a hidden gem to many UK consumers so we think they will really appreciate the authenticity and passion the brewery puts into making this fantastic pils. With Oktoberfest celebrations having already begun in earnest, it’s a great time to launch this beer in our stores”

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